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Generation Y in Commercial Communications
Havlová, Kathryn ; Mikeš, Jiří (advisor) ; Průša, Přemysl (referee)
Tato diplomová práce se zabývá českou Generací Y v komerčních komunikacích, potažmo v marketingu. Zabývala jsem se tedy tzv. generačním marketingem, což marketingový přístup, který na zákazníky nazírá z hlediska generace, ke které příslušejí. Generace Y jsou současní mladí lidé, kteří se narodili v 80. a 90. letech minulého století. V současnosti tvoří přes jednu čtvrtinu obyvatelstva České republiky. Generace Y je již v současnosti zajímavou cílovou skupinou pro firmy, ale na svém významu bude nabývat především v budoucnu. Generace Y se od předchozích generací odlišuje v několika významných znacích, kterými se zabývám v této diplomové práci. V první kapitole práce obecně charakterizuji Generaci Y, v druhé kapitole se zabývám charakteristickými rysy, které jsou využitelné pro marketing a ve třetí kapitole poznatky konfrontuji s výzkumem Market & Media & Lifestyle -- TGI a s výsledky vlastního průzkumu mezi mladými českými lidmi.
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Reflection of the 2004 US presidential election in MF Dnes and Hospodářské noviny
Valentová, Hana ; Končelík, Jakub (advisor) ; Cihlářová, Gabriela (referee)
This thesis examines two Czech leading dailies and their coverage of the US presidential election in 2004. Based on the quantitative content analysis of Mlada fronta Ones and Hospodatske noviny during the period of one month leading to the election (i.e . beginning with the first presidential debate) the main aim of the study is to identify and describe the different approaches undertaken by the abovementioned newspapers. The hypothesis assume s that the MF Ones dealt mainly with 'popular aspects' of the election (like meeting s, image and character of the candidates, their families etc.) , while the Hospodarske noviny focused more on political and platform issues. The study is divided into two parts . The first one addresses the theoretical background - brief remarks regarding the media and elections in general; the outline of the presidential campaign within the realm of media and journalistic coverage; the analysis of the news values champ ioned by the Czech media ; and finally the characteristic of the analyzed newspapers. The second part is designed more practical in scope: it states the aim of the study as well as the employed methodology and code book. Last but not least it contains the results of the analysis and their interpretation. Powered by TCPDF (www.tcpdf.org)
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Farming on permanent grassland and structure of animal husbandry in enterprises with their superiority
SEDLECKÝ, Pavel
The Thesis was elaborated on the theme: Farming on permanent grassland (PG) and structure of animal husbandry in enterprises with their superiority. The aim was to analyze number of cattle, milk and meat production, the proportion of PG in Czech Republic and detail in the South Bohemia. A working hypothesis was set as follows, that with increasing altitude, increasing the proportion of grassland. From 1989 till 2009 in the Czech Republic the acreage of grassland increased about 100 thousand he, but in the same period decreased by 2 100 000 pieces in cattle. This has resulted in insufficient load {--} 0.7 LU/he. For comparison I show the average load in the EU {--} 1.1 LU/he. The results show that the proportion of PG in the Czech Republic had increased, but grassing should be more focused. It should also improve the structure of livestock farming on PG and thereby achieve an increase in load and LU/he.
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The use of a shock wave in the physiotherapy
NOVÁK, Jan
Except a few scientific studies there is not yet enough available literature, written in Czech language, which would summarize theoretical information on the effects of shock wave therapy. In my thesis I tried to clarify physical conditions associated with emergence and specific spread of shock waves in various media and other physical principles which explain behavior and effects of shock waves passing through different types of tissues. From the results of expert studies and articles I made a survey of the most common possibilities of use of shock waves in medicine - especially in physiotherapy. In the practical part I evaluate the effects and course of shockwave therapy in three randomly selected patients diagnosed with epicondylitis radialis humeri (tennis elbow). Patients were treated by a series of applications of radial shock waves, when one session amounted to 1500 - 2000 shocks of varying frequency of 4-21 Hz and the pneumatic pressure of 2 - 3.2 bar. The results show that the patient may respond differently to shockwave therapy. Due to the fact that in a relatively small research sample quite disparate results have been recorded - the first patient significantly improved, the second improved slightly and the third got worse on the contrary - we can better understand the diversity of opinions of the professional public on the meaningfulness of the shock waves use in orthopedic diagnoses. For the practical part the method of qualitative research was chosen. Interview techniques, observations, case reports, data analysis and research were used. The research was conducted in the rehabilitation centre OLMA R + in České Budějovice and Rehabilitation Department of Polyclinic South MEDIPONT Ltd. in the time period from January to April 2012.
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Care and awareness of clients with an established perifer venous catheter
DUŠKOVÁ, Monika
This bachelor thesis "Nursing care and awareness of clients who have peripheral venous catheter" is divided into two parts. Basic terms such as peripheral venous cannula, nursing care and complication are clarified in the theoretical part. The biggest emphasis is put on nursing care and awareness of clients who have peripheral venous catheter. Constituent elements are described in detail in separate chapters. The conclusion of the theoretical part is focused on legal aspects which are connected with peripheral venous catheter. There is also documentation of peripheral venous catheter and disposal of biological material, which is indispensable part connected to peripheral venous catheter. The practical part describes research which leads to certification of predeterminated hypothesis. The quantitative method in the form of anonymous questionnaires was used in the research investigation. The research was made in the České Budějovice Hospital Inc., where 120 questionnaires were distributed to clients who were hospitalized at the after-care department, medical ward, isolation ward and neurological department. The first aim of this bachelor thesis was to find out if all clients are well informed in connection with established peripheral venous catheter. To find out if clients know possible display of infection in connection with established peripheral venous catheter. The second aim was to find out if the clients know possible displays of infection. There are hypothesis H1, H2 and H3 to the given aims. H1: Clients have information about established peripheral venous catheter, H1 was confirmed. H2: Clients know possible displays of infection in connections with established peripheral venous catheter incorrect functionality, H2 was confirmed. H3: Clients know possible complications in connection with established peripheral venous catheter, H3 was confirmed.
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Tje evolution of television and its audience
Pěničková, Barbora ; Řehořová, Irena (advisor) ; Svoboda, Aleš (referee)
The diploma thesis will be devoted to the theme of traditional and new media, that are becoming dominates the media world and an important part of everyday life. The text aims to introduce television as a medium that is constantly evolving, as well as the and its audience. Based on this assumption, we will examine television from the perspective of several main media theorists. In fact, there are several basically different views on this medium and its audience. Especially older writers such as Pierre Bourdieu, Neil Postman, Jeremy Orlebar or Guy Debord, have become accustomed to television and the overall medial platform as manipulative and television audience passive. On the other hand, there are also several authors, who see media in progress, digitization and the emergence of new media as new possibilities. We are talking about Pierre Levy, Don Tapscott and Axel Bruns. Between the two opposites are still moving Stuart Hall and John Fiske. Special attention will be devoted to the issue of the gradual development of television as a medium and its audience. Television is in fact considered as one of the traditional (old) media, however, it is changing with technological developments and respond to innovation. I will try to answer the question of what television as we know it today, uses of old and...
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Critical look on internets expectations
Pobežal, Michal ; Mrkvička, Tomaš (advisor) ; Prázová, Irena (referee)
The diploma work proceeded from a hypothesis, that Internet will gradually lead to a development, similar to the one of TV or radio - thus that it will become a medium, through which a narrow group of owners of particular titles of this media will share on the profit generation and that after a certain period the entry of new subjects into this market will be limited in a same way as it is today in the world of electronic media and print. And also that the big internet web sites will enter the print and electronic media market or will influence it significantly. Powered by TCPDF (www.tcpdf.org)
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Media presentation of the death of Jan Masaryk in Czech press in the years 1968 and 1969
Niklová, Jana ; Bednařík, Petr (advisor) ; Cebe, Jan (referee)
The target of the thesis was to prove that changing political situation and situation around censorship in the years 1968 and 1969. int1uenced the media presentation of the death of former Minister of Foreign Affairs of Czechoslovak Republic Jan Masaryk. He died in 1948 under the strange and unexplained circumstances, shortly after the communist party took control over the Republic. The only one official version valid for 20 years was that he undoubtedly committed suicide. I assumed that after the revolutionary social changes and liberalisation in the year 1968, called Prague spring, a lot of theories and versions of Masaryk's death (murder, political murder. accident...) occurred in the newspaper. My hypothesis was that after the restoration of restrictions in society and restoration of censorship after the invasion of armies of Warsaw pact in August 1968 and during so called Normalisation, the media presentation of the Masaryk's death turned into the state that was valid for the previous twenty years - suicide, and that the number of articles decreased rapidly. Powered by TCPDF (www.tcpdf.org)
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AGENDA-SETTING:
Zeman, Martin ; Ševčík, Miroslav (advisor) ; Pečinková, Ivana (referee)
The thesis analyzes media's ability to establish their chosen issues and thus affect the relevance of the political groups, leading to better outcomes of selected politicians in elections The thesis is based on the assumption of rational ignorance and the assumption of voters choosing between political parties that have a real chance to be elected. The hypothesis is that the very relevance of a political group is determined by media. Empirical research is based on the elections to the Chamber of Deputies of the Czech Republic in 2013.
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